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id="article-body" class="row" section="article-body"> Rivian RJ Scaringe, CEO and NJ Property Records founder of startup automaker Rivian, shows a chart arraying brands from "commodity" to "aspirational" on the X axis and from "presentational" to "invitational" on the Y axis. He puts brands like Subaru and Patagonia above the center line: they're very functional, or as he describes it, "invitational." Tesla is the lower-right quadrant, aspirational and fancy. But Scaringe wants his company's so-called "Electric Adventure Trucks" to play in the top-right quadrant of the chart: desirable, of course, but also the type of thing you'd use hard and put away wet.

Block-95-Lot-3-Tax-Map-Arrow-copy.jpgThat distinctive front-end styling will carry over to all Rivian products.

Rivian "We want to focus on the aspirational side. We want to focus on something people desire," he told reporters at a preview event in early November at Rivian's headquarters in Plymouth, Michigan. Yet at the same time, he says Rivian will build, "Products that are designed to be used, to get dirty."

"We see the space for something that enables adventures, something that enables activities," Scaringe continues.

Rivian plans to launch two all-electric vehicles, the R1T pickup truck and the R1S SUV (stay tuned for more on the R1S later this week). They're designed and engineered primarily at the aforementioned Plymouth facility, an open and airy building outfitted like a stock image of a Silicon Valley startup. The building once produced Burroughs cash registers, so Scaringe jokes that, "We've just got to figure out how to keep making cash machines." Rivian also has employees in Southern California and in the UK.
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